Ladies and gentlemen, sit down, strap in, and prepare yourself for an unfiltered, no-holds-barred deep dive into the brain of a man who's flipping the TV ad industry on its head. Yes, we're talking about none other than Jason Fairchild, the co-founder and CEO of tvScientific. If you haven't heard of him yet, you might want to check if you've been living under a rock, because this guy is revolutionizing Connected TV
(CTV) and everyone in the biz is buzzing about it.
Fairchild isn't just some fly-by-night tech bro with big dreams and empty promises. This dude has a track record that reads like a hall of fame roster. Fairchild's journey through the ad tech landscape is a masterclass in innovation and leadership. He's the kind of guy who doesn't just break the mold; he smashes it to bits and then builds something entirely new from the rubble.
He's not just about lofty ideals; he's a pragmatist who gets things done, and his career is a testament to that fact.
Take OpenX, for example. When Fairchild co-founded this juggernaut, he wasn't content with the status quo. As Chief Revenue Officer, he steered the company into uncharted waters and came out on top. Under his watchful eye and strategic direction, OpenX's annual revenue didn't just grow; it skyrocketed to over $700 million. We're talking about a
company that went from being a contender to a heavyweight champion in the ad tech arena. And Fairchild was the guy in the corner, calling the shots and making it happen.
But it wasn't just about the money. Fairchild's real genius lies in his ability to innovate. At OpenX, he was behind some of the most game-changing technologies the industry has ever seen. He introduced the first programmatic ad exchange for digital media, a move that revolutionized how ads were
bought and sold online. And let's not forget Header Bidding, the essential tech that has become a standard in the industry. This wasn't just about keeping up with the Joneses; this was about setting a new standard, one that the entire industry would eventually follow. Fairchild didn't just play the game; he changed it, and he's got the accolades to prove it.
But let’s rewind a bit. Fairchild’s origin story is the stuff of
Silicon Valley legend. Picture this: a young Jason cutting his teeth at GoTo.com/Overture, the pioneer of paid search, which Yahoo later gobbled up. He was there, forging the path that would lead to a multi-billion dollar industry. After that, it was a hop, skip, and a jump to Claria, a pioneering behavioral tech company, and then EarthLink Network. But let’s not dwell on the past too long because, man, the present is where the action is.
So, what’s the big idea behind tvScientific? Picture this: the power to buy and measure TV ads with the same ease and precision you have with digital ads. It sounds like the holy grail of advertising, doesn't it? Well, that's exactly what tvScientific brings to the table. This isn't just another ad tech platform; it's Fairchild's latest brainchild, and it's changing the game. With tvScientific, he's offering a self-managed CTV advertising and attribution platform that
turns TV into a true marketplace-driven medium. It's all about leveling the playing field and giving businesses of all sizes a shot at prime time.
At the core of tvScientific is a mission that's as ambitious as it is revolutionary: democratize TV advertising. For far too long, the top 500 advertisers have hogged the screen, leaving small and medium-sized businesses out in the cold. Fairchild's vision is to change that, and he's not just dreaming; he's doing it.
With tvScientific, any business, no matter how small, can dive into the world of TV advertising with the same tools and metrics that the big boys use. It's about bringing the power of TV ads to the masses, making it as accessible and measurable as digital advertising has become.
Imagine the possibilities. With tvScientific, businesses no longer have to throw their money into the void and hope for the best. They can buy TV ads, track their performance, and measure
outcomes with a precision that was previously unimaginable. This platform is a game-changer, turning TV into a medium that doesn't just broadcast messages but delivers measurable results. It's a bold move, but if anyone can pull it off, it's Fairchild. He's taking the TV ad industry by storm, one ad at a time, and democratizing access in a way that will redefine the landscape for years to come.
Here’s Fairchild in his own words
on the ADOTAT Show with Pesach Lattin:
“The end for me is just keeping our eyes on the biggest, the big opportunity before us. Not just our company, but the industry, which is retooling TV to be the most, really a marketplace-driven medium, which it's not today. And I think it can be more effective and more valuable than Google over time. I really do.”
That’s right. This guy is gunning for the big leagues, aiming to make TV more powerful than Google. And why not? TV is the most powerful screen in our lives, yet it’s been underutilized. Fairchild sees a future where TV ads are as measurable as digital, and he’s not just talking. He’s doing it.
When asked about the roller coaster ride of startup life, Fairchild doesn’t sugarcoat it:
“Right now, and we're on year four, but right now it's going incredibly well. That said, every week you deal with ups and downs and that's just the startup life.”
Ain’t that the truth? But unlike many who ride the highs and lows, Fairchild has a knack for keeping his eyes on the prize. He’s all about the big picture and has the chops to back it up. With investors like
Idealab, Norwest Venture Partners, Comcast, and Sir Martin Sorrell’s S4, tvScientific isn’t just some pipe dream. It’s a reality, gaining momentum and making waves.
Fairchild’s philosophy? It's all about education, empowerment, and execution. He believes in educating the market to truly understand the power and potential of Connected TV (CTV). He’s not just pushing a product; he’s on a mission to transform the way businesses
think about TV advertising. By showing the undeniable power of CTV, he’s helping businesses of all sizes make a seamless transition into this new era. It’s not enough to just jump on the bandwagon; Fairchild wants every business to harness the full potential of CTV with confidence and clarity.
“The biggest thing about CTV was educating the market that this is actually doable. You can measure ad exposure to outcome
deterministically with no panels and solve through attribution analytics the last click problem.”
And he's not just dispelling myths; he's obliterating them. Fairchild is taking on the entrenched misconceptions about TV advertising and showing that it’s no longer the mysterious, opaque beast it once was. He’s bringing the same performance KPIs that digital marketers swear by to the realm of TV. We're talking about real,
tangible metrics like sales, app downloads, and return on ad spend. It's a brave new world where TV advertising isn’t just about throwing money at a screen and hoping for the best. With tvScientific, it’s about precision, strategy, and measurable outcomes.
No more guesswork, folks. Fairchild is turning TV advertising into a data-driven powerhouse. It’s all about cold, hard data now. He’s making it possible to track the impact of TV ads with the same granularity and
insight as digital ads. This isn’t just a step forward; it’s a quantum leap. By providing businesses with the tools to measure the direct impact of their TV ads, Fairchild is ensuring that every dollar spent can be accounted for and optimized. It’s a new dawn for TV advertising, where every action can be measured, analyzed, and improved upon, thanks to the relentless innovation and vision of Jason Fairchild.
But it’s not just
about the technology. Fairchild's mission goes beyond mere innovation; it's about leveling the playing field and democratizing access to TV advertising. He’s on a crusade to make it possible for small businesses to compete with the big boys. In a world where the top 500 advertisers have traditionally dominated the TV landscape, Fairchild is tearing down those barriers. He’s seen this revolution before in paid search and social media, where small businesses were empowered to compete on equal
footing, and he’s confident that TV is next in line for this transformation.
Fairchild isn't just paying lip service to the idea of democratization; he’s making it a reality. He’s walking the walk and putting the power of TV advertising into the hands of those who were previously locked out. With tvScientific, small businesses can now access the same powerful tools and metrics that were once the exclusive domain of the giants. This isn’t just about giving everyone
a shot at TV advertising; it’s about making it accessible, affordable, and incredibly effective. Fairchild is ushering in a new era where the size of your advertising budget doesn't dictate the impact you can have.
The impact is already being felt. By making TV advertising accessible and measurable, Fairchild is transforming it into a platform where every business, regardless of size, can see real, tangible results. This isn’t just a pipe dream; it’s happening now.
Small businesses are no longer left to wonder if their ads are making a difference. They can track, measure, and optimize their TV campaigns with the same precision as digital ads. Fairchild is leading the charge into this brave new world, ensuring that TV advertising is not just a game for the big boys but a field where everyone can compete and succeed.
As for the future, Fairchild isn’t resting on his laurels. He’s got his
sights set on the long game, always innovating, always pushing the boundaries. His message to the industry? Get ready. The TV advertising revolution is here, and it’s being led by a man who’s already changed the game once. Don’t bet against him doing it again.
So there you have it, folks. Jason Fairchild, the man, the myth, the legend, and the driving force behind the CTV revolution. If you’re in the ad tech
game and you’re not paying attention to what he’s doing, you’re missing out on the next big thing. And trust me, you don’t want to be left in the dust.
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